Discourses of Femininity in Advertising Among Gen X Women

Linda Tuncay, Loyola University Chicago, USA
Much of gender research in the past followed the feminist critique tradition and sought to highlight the prevalence of gender stereotypes and sexist portrayals of women in advertising. However, as Stern (1999) points out, it is important to explore the complexities of gender across individuals. In this vein, this study explores conceptualizations of femininity within the context of advertising among a group of Gen X women. Findings reveal three salient themes of femininity. Moreover, women’s moral judgments provided a distinct lens through which they expressed their ideals of femininity as well as their responses to portrayals in advertising.
[ to cite ]:
Linda Tuncay (2010) ,"Discourses of Femininity in Advertising Among Gen X Women", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 89-93 .